Coinciding with the launch of the Free Mercurial Superfly HTM, Nike introduces a new consumer destination dubbed NikeLab. The concept aims to bridge the gap between spaces and e-commerce, transforming the retail landscape. The new destination will provide consumers with unique expressions of Nike’s leading innovations within an experience that merges physical retail, online commerce and digital engagement. Nike.com/NikeLab will also extend consumer engagement globally through Twitter and Instagram, and via We Chat in China. Limited editions of the brand’s latest performance and sport-style innovations will sit alongside unique capsule collections from various creative partners such as UNDERCOVER designer Jun Takahashi. Look for the first NikeLab locations to open on June 12 in New York, Paris, Milan, Shanghai and Hong Kong.

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Highsnobiety is an online publication covering forthcoming trends and news in fashion, art, music, and culture, all on one platform.

Highsnobiety has steadily built a strong brand in the online fashion and lifestyle world. Today the blog and print magazine sit among the most visited global sources for inspiration in the areas of fashion, sneakers, music, art and lifestyle culture. Innovation, progression and always being several steps ahead of the curve are just some of the core values of Highsnobiety.